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Honda Civic: Grooves

Advertising Agency: RPA, Santa Monica, USA
Creative Directors: David Smith, Joe, Baratelli, Pat Mendelson
Art Director: Laura Hauseman
Copywriter: Adam Lowrey
Production Company: Park Pictures, New York/Santa Monica, USA
Director: Lance Acord
DP: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Producer: Mary Ann Marino
Associate Producer: Ahnee Boyce
Released: October 2008

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23 comments

djakuza's picture
djakuza
517 pencils

if this is a real project, it's nice.

Kateter's picture
Kateter
2020 pencils

it's a real project.

and it's freaking incredible if you don't live nearby.

Crisp One's picture
Crisp One
2007 pencils

i hate that guys hat

Andy-B's picture
Andy-B
280 pencils

I dont like it. its lame!

Guest commenter's picture
Guest commenter

Andy-B! hahaha! nothing but negative comments for every ad! You must be a failed creative! Stick to delivering post in the ad agency you work in!

kgeiger's picture
kgeiger
7085 pencils

I'm humbled. I wish I had thought of this.

stitchy's picture
stitchy
779 pencils

thu i didnt get what does it have 2 with the civic but this s a brilliant effort...

sloppy4's picture
sloppy4
1496 pencils

great idea. too bad it got paved over about a week later.

askon's picture
askon
433 pencils

I think i saw this on daily planet like 6 years ago......... way to resurrect a dead idea and paste your name on it

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

Blue Koala's picture
Blue Koala
199 pencils

Excellent!!!
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Just an opinion.

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Just an opinion.

Guest commenter's picture
Guest commenter

concept already used for road safety in a couple of countries to warn sleepy drivers. good but doesn't bring singularity to the product

Kateter's picture
Kateter
2020 pencils

you're joking right?

Crisp One's picture
Crisp One
2007 pencils

they put grooves in the road yes... but i doubt they put them in musical sequence, but if i was falling asleep at the wheel and "Livin La VIDA Loca" started vibrating through my car, i would wake the hell up.

Quink's picture
Quink
234 pencils

"Already used"? So that means Sony Bravia's Balls concept was already used because my little brother also used to bounce balls down the staircase when we were kids. Please... Our job is to give meaning to the mundane.

For what it's worth, i think this spot is really original and interesting. Liked it a lot!

LoveSounds's picture
LoveSounds
125 pencils

There is a little behind the scene movie on youtube.com :-) For more visit http://www.youtube.com/watch?v=gRiJlEte9l0&NR=1

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Wordnerd's picture
Wordnerd
6662 pencils

This is great! pure gold

Guest commenter's picture
Guest commenter

its camcorder shit! blogs are for losers who havent the balls to confront face to face! If u want some, D&AD festival nxt year. I'll be wearing a silver suit weildig a blade! say what the fuck you wanna! lets see if the losers dare talk shit then!

Wordnerd's picture
Wordnerd
6662 pencils

sure. i'm wielding an silver-suit-slaying-two-handed-battle-axe +3, apart from that i'm naked. exept for boots. a guy needs boots.

Guest commenter's picture
Guest commenter

Very nice USE of an idea. The video where the guys supposedly had the insight though is a
real joke. Come on guys, it's the same thing that was done in japan 2 years ago:

http://www.youtube.com/watch?v=yTsoP3WWgU4

Anyway, it is a great use, still nice.

Wordnerd's picture
Wordnerd
6662 pencils

damn you're right. and this is A LOT better. using the psychological effect you can't stand when the song is too fast is just amazing

Thanks for sharing!

Kateter's picture
Kateter
2020 pencils

bloody hell. yup, total rip-off.

Guest's picture
Guest

Already done in Korea in 2007
http://www.youtube.com/watch?v=zxsAZrQf--Y

what a rip off

Guest's picture
Guest

RPA stands for RiP off Ads

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